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Sports Marketing and the Psychology of Marketing Communication.

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kahle, Lynn R.
Otros Autores: Riley, Chris
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Lawrence Erlbaum Associates, 2004.
Colección:Advertising & Consumer Psychology.
Temas:
Acceso en línea:Texto completo

MARC

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100 1 |a Kahle, Lynn R. 
245 1 0 |a Sports Marketing and the Psychology of Marketing Communication. 
260 |a Hoboken :  |b Lawrence Erlbaum Associates,  |c 2004. 
300 |a 1 online resource (442 pages) 
336 |a text  |b txt  |2 rdacontent 
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490 1 |a Advertising & Consumer Psychology 
520 |a Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area. 
505 0 |a Book Cover; Title; Copyright; Dedication; Contents; Foreword; Preface; List of Contributors; I: Consumer Behavior; 1 Exploration of Consumption and Communication Communities in Sports Marketing; 2 Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data; 3 "We Are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing; 4 Risky Sports: Making the Leap; II: Sports Celebrity Endorsements; 5 The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. 
588 0 |a Print version record. 
504 |a Includes bibliographical references and indexes. 
590 |a ProQuest Ebook Central  |b Ebook Central Academic Complete 
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650 0 |a Sports  |z United States  |x Psychological aspects. 
650 0 |a Communication in marketing. 
650 6 |a Communication en marketing. 
650 7 |a Communication in marketing  |2 fast 
650 7 |a Sports  |x Marketing  |2 fast 
650 7 |a Sports  |x Psychological aspects  |2 fast 
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700 1 |a Riley, Chris. 
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830 0 |a Advertising & Consumer Psychology. 
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